Valentyna Bobrovnyk

Khmelnytskyi National University

29016, 11 Instytutska Str., Khmelnytskyi, Ukraine

https://orcid.org/0000-0002-8996-1531

bobrovnykva@khmnu.edu.ua

Methodology for developing metrics to measure the effectiveness of triggers and customer interaction in modern marketing theory

26.12.2024

Valentyna Bobrovnyk*, Zinayida Andrushkevych

bobrovnykva@khmnu.edu.ua

  • Keywords triggers; reference points; touchpoints; micro-moments; metrics; digital marketing; brand; loyalty; customer journey map
  • DOI https://doi.org/10.31649/ins.2024.4.163.173